PALAM PALAM

BEYOND BEING A CAFÉ AND RESTAURANT, ALTERNATIVE UNIVERSE INTENDS TO MAKE THIS PLACE ‘A LIVING ROOM FOR THE COMMUNITY’

TEXT: PRATARN TEERATADA
PHOTO: KETSIREE WONGWAN EXCEPT AS NOTED

(For Thai, press here)

Art spaces, libraries, educational facilities, theaters, all these venues are soft powers indicating the quality of urban living. With the goal to become one of the leaders in social infrastructure development in Asia, “Alternative Universe” works, not as a social enterprise, but a business mechanism that collaborate with other networks of organizations who share a common vision for development. Their business philosophy is profit-oriented but selective, with the belief that growth is something achieved through the organization’s genuine social awareness. Their recently opened ‘Palam Palam The Living Cafe & Restaurant’ is defined as an urban observation point and it’s operated with purposes that are more than what the name implies.

“Palam Palam is a somewhat archaic Thai word that translates to mildly or slightly, often used to describe a sweet taste,” Patavee Viranuvat explains the meaning behind the establishment’s moniker. Sited on the ground floor of the mixed-use project called Slure Project, this observational spot that operates both ways – by allowing one to look out and to be looked at, while also communicating the company’s vision to elevate people’s quality of life in the city.

Alternative Universe’s wish is to grow from a small beginning. The objective to initiate and further social infrastructure development in Asia sounds like a grand dream but we do realize that it is important to start with a true understanding in these smallest units. Without the kind of space where people can communicate and share conversations, it would be impossible to comprehend the big picture,” said Viranuvat about the origin of the project.

“The fact that Palam-Palam is beginning with a small space that is pretty much like a living room of the area’s local community and we’re operated by a team of staff from various backgrounds, we do not bound ourselves to only a specific product nor do we feel the need to run after the industry’s changing trends. We believe that by gradually getting to know each of our clients and their needs, we will have the key to sustainable development. Some of the clients who came to the cafe didn’t care about coffee as much as they did for a conversation they could have with someone in the city where people are generally afraid to get to know each other.”

Viranuvat further explained about the approach and strategy they have come up with to survive during the pandemic, “We work with an understanding of our clients’ dilemmas. When we were developing the products, it was during the lockdown when everyone online was going crazy over Basque Burnt Cheesecake. We found that most of the online shops required clients to order an entire pound of the cake, meaning a rather expensive fee when, in fact, most people didn’t really need the entire cake. They just wanted a taste. Rachaya Wattanasirichaigoon, Alternative Universe’s Head of Design Department took the design thinking’s human-centered approach and came up with the mini version of Basque Burnt Cheesecake, which is the right solution for Bangkok’s people and their fast paced lives. They prefer not to wait for a pre-order, and a smaller piece of cake that is less sweet, which allows them to try a variety of other cakes. Mini sized cake means they can get it Grab delivered and eat in their car during traffic jams without the need for a plate or spoon. It’s sized perfectly as a gift or a treat that one can share with their colleagues, which is also ideal for Asian corporate culture.”

Palam Palam opens their second branch at Nelson Hays Library not long after the first one at Asiatique settled in. Viranuvat’s focus on developing the cafe during COVID-19 is significant in a sense that it shows how not only the F&B business can survive if not thrive during this global crisis. It is also operated from the intention for each of the establishments and its services to adjust and fit in the surrounding neighborhood while maintaining communications with its clients and learning more about people in general.

“Palam Palam MUSEUM” at Asiatique The Riverfront has received an opportunity from Asset World Corporation (AWC). It opened on October 15th, 2020, at the same time that Asiatique reopened after the end of the first lockdown. With museum as the suffix, the branch’s operation resonates with Asiatique’s historical background, serving as the manufacturing base, producing products that are sent out to the other branches and pop-up stores. This is also the place where the brand’s story is told with the targeted clientele that includes families with small children and teenagers. Since the cafe is pet-friendly, it’s designed to have an upbeat vibe with an outdoor space that can host events and activities.

The “Palam Palam Tamagno” at Neilson Hays Library branch opened up only two months after the first branch. The brand is given yet another great opportunity from Neilson Hays Library Foundation and its board of executives. Tucked away in the library’s luscious garden with big trees that provide a peaceful atmosphere despite being next to the bustling Surawong Road, the branch is designed to function as an Intellectual & Poetic Cafe. The branch’s “Tamagno” last name is an homage to Mario “Tamagno”, the Italian architect who designed the library (who also designed Ananta Samakhom Throne Hall and other important buildings during the reign of King Rama 5). The branch targets office workers, the neighbourhood’s local residents and the library’s members, hoping to be a space for one to relax and recharge their energy.

F&B is a “Soft Power” with great potential to propel the society simply because promoting ‘taste’ is a promotion and conservation of culture in and of itself. It’s an effective approach that needs no excessive advertisement. As we continue to observe Palam-Palam and its role as the first business unit of Alternative Universe, we are waiting to see the next steps they will take and the direction their journey will head towards. All we can say is, never underestimate the ability of this soft power.

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